A digital strategy encompasses a range of actions and plans designed to achieve specific goals using digital technologies and platforms.
A strong digital strategy provides direction and focus within an organisation and is instrumental in creating a consistent, resonant and engaging user experience across all user touchpoints.
Introduction to digital strategy
A digital strategy is a partnership – we want to work with our clients to know their brand stories and create an excellent digital strategy through the power of teamwork. The exact components of a digital strategy can vary based on the organisation’s objectives, industry, target audience, and resources. However, some common elements are typically included in a comprehensive digital strategy.
What is digital strategy, and why is it important?
Digital strategy is a plan that includes a range of activities such as online marketing, content creation, social media management, data analysis and web development. Digital strategy is important as it ensures that digital initiatives align with business goals, can provide a competitive advantage, and increase user engagement. A well-defined digital strategy can return solid results as it outlines clear objectives, identifies target audiences and lays out a roadmap for utilising digital channels effectively. Regular reporting and analysis provide valuable insights into what is working and what is not, enabling real-time adjustments to be made. Make it Clear evolves to the changing industry, is responsive to market dynamics, and customises the client’s strategy.
Why choose an agency to create a digital strategy?
Make it Clear has a wealth of experience across various industries, including academia, cybersecurity and healthcare. We provide a deep understanding of best practices, the latest technology and emerging trends through an objective and unbiased lens. Our resource efficiency enables us to apply our diverse skill set to tasks such as SEO, content creation and more.
The role of digital strategy
As the digital space is constantly evolving, the role of digital strategy is to adapt and combat these changes to ensure results. For example, the elements within a digital strategy aim to set goals for an organisation, understand its audience, identify opportunities for differentiation from competitors, evaluate the current digital ecosystem assets and optimise search engine optimisation (SEO).
Benefits of a well-structured digital strategy
A well-structured digital strategy can dramatically improve a brand’s online visibility and provide the opportunity to reach a global audience. Digital strategies are often based on data and analysis, and, therefore, decisions are based on real insights.
Objective and target audience definition
Firstly, it is crucial to define clearly what it is that you want to achieve through your digital efforts. Goals could include increasing brand awareness, driving website traffic, boosting online sales or improving customer engagement. Identifying and clarifying the target audience involves mapping out your audience’s demographics, behaviours, preferences and pain points.
Competitive and landscape analysis
Next, a research study of your competitor’s digital presence is conducted. An analysis of their strengths and weaknesses provides opportunities for differentiation and improvement.
Online ecosystem and UX audits
An evaluation of the current digital ecosystem assets ( e.g. websites, social media profiles, mobile apps and email lists) involves identifying areas that need enhancement or optimisation. A UX audit should also be completed, and it may also be appropriate to include metrics such as site speed and potentially reaching out to an SEO partner to assess the current SEO picture in line with the objectives of the organisation.
Content and social media strategy
Next, a plan is developed for creating and distributing valuable and relevant content to your audience. This includes blog posts, videos, infographics and whitepapers, which should align with your audience’s interests. Next, the social media platforms which are relevant to your target audience should be determined.
A strategy for building and nurturing an email list should also be created. Email campaigns should also be used to communicate with your audience, share valuable content, promote products or services, and drive traffic.
Pay-per-click (PPC) advertising, display ads, social media ads, and other forms of online advertising should be considered to reach a wider audience quickly.
Mobile and eCommerce strategy
With the increasing use of mobile devices, it is advised that your digital strategy includes mobile optimisation, which could involve responsive web design, mobile apps, and location-based marketing. If applicable, a plan might be developed for selling products or services online through an eCommerce platform.
Why choose Make it Clear
At Make it Clear, we take an evidence-based approach to everything we do. Understanding your organisation, audiences, and the context in which they interact is paramount to how we work and deliver a best-in-class user experience. We apply a result-driven angle to our digital strategy service to ensure that your digital strategy is continuously optimised for better performance and offer an outside perspective to identify missed opportunities. Our diverse team of experts brings fresh, creative ideas and innovative solutions to maximise the effectiveness of your digital strategy.
How do you ensure that our digital strategy is aligned with our brand identity and values?
At the beginning of the project we look to understand your organisation and your objectives. We will also ask you to share any relevant existing materials, this will include brand guidelines and messaging documents which we will review and be mindful of throughout the strategy development.
What is your approach to understanding our target audience and creating user personas for our digital strategy?
If personas or audience segment already exists we will review this and look to understand what is already known within an initial stakeholder workshop. Alternatively we will look to gather insights through a proto-persona workshop with stakeholders or if the project scope allows, personas created through user research.
How do you define and prioritize the key objectives and goals for our digital strategy?
Goals and objectives will be defined following insight gathering from key stakeholders, this may be through a workshop, internal survey or stakeholder interviews. Understanding individual perspective alongside overarching business goals will enable us to establish key objectives in discussion with your teams.